원문정보
초록
영어
Online product (or service) review platforms are increasingly incorporating receipt-based consumer verification as a means of filtering out fake reviews. In this method, consumers are required to upload a photocopy of their receipt before they can write a review. This study aims to examine how this additional step before writing a review impacts the length and ratings of the online review. We analyze a large-scale database of reviews obtained from a prominent Korean portal that initially featured a platform-verified review system only but later introduced a receipt-based consumer-verified review system. The unique contextual setting, where a single platform offers both platform-verified and consumer-verified review systems, enables us to compare review elements between the two different systems without being concerned about potential effects arising from differences in platform characteristics. We found that receipt-based consumer verification leads to shorter and more negative reviews compared to platform verification. We also found that the introduction of a consumer-verified review system reduced the average review duration in the platform-verified review system. We discuss the theoretical and managerial implications of the study.
목차
Ⅰ. Introduction
Ⅱ. Theoretical Background
2.1. Online Review Rating and Length
2.2. The Effects of Fatigue in Online Contexts
Ⅲ. Empirical Approach
3.1. Research Context
3.2. Data Collection
3.3. Strategy for Addressing Selection Bias
3.4. Variables and Empirical Model
3.5. Main Result
3.6. Early Reviewers
3.7. Reviewer-Level Analysis
3.8. Heterogenous Effects by Restaurant Type
3.9. Additional Analysis
3.10. Introduction Effect of the Consumer-verified Review System
Ⅳ. Conclusion and Discussion
4.1. Theoretical and Practical Implications
4.2. Limitations and Future Research Directions